Analysis: Apple against the World

Apple’s iPhone OS unveiling on Thursday was not the kind of Apple Event where the company shows off a brand-new product, exclaims how it’s the best product the company has ever made, and waits for the oohs and ahs of the invited guests.

Yes, iPhone OS 4.0 was the reason Apple invited the crowd to the company’s Cupertino campus, and that new version of the operating system that runs the iPhone, iPod touch, and iPad has some promising new features. But Thursday’s event was a bit less about shiny-product Apple and a bit more about strategic technology company Apple.